A client reached out yesterday with a “quick cry for help!”
The client’s organization is taking time today to imagine ideas for a brand video that looks at the customer experience they deliver from the audience’s perspective. She asked about a question or exercise “that has worked well to get people thinking about that type of content and how to present it.”
I love requests like this from clients because we can offer them assistance while also using their real-world challenges as blog posts!
6 Ideas to Imagine Social-First Video Content for a Brand Video
Here are the five social-first content-oriented articles I suggested this client consider for today’s staff meeting. You can click on the numbered headers to reach each article.
1. The Steps to Your Brand
This exercise involves thinking about all the steps customers take in arriving at your brand. The original inspiration was from signage pointing the way to the St. Louis Arch. By using/adapting the seven questions included in the article, the team can think about what customers' experiences as they come to and engage with a brand.
2. Customers’ Brand Surprises
We call this one the "Oohs and Ahhs Test." Have the group think about what customers and prospects Ooh and Ahh about when they experience your brand for the first time.
3. Finding the Cool in Your Brand
This one may feel a reach if you aren’t an industrial brand, but it contains possibilities for other types of brand. Use the bullet points in the article’s first and second sections as prompts, asking "What does our brand do or how does our brand feature this aspect?" In the third section, there's a video from Lincoln Electric focusing on the impact of its welding equipment instead of the welding equipment itself. It’s a great example for brands to emulate in sharing customer stories.
4. Looking at the Customer Experience from Multiple Social-First Content Perspectives
Any of these five exercises could be productive for thinking about questions or interactions teachers have with a brand. While we use posters featuring each exercise we we conduct a social-first content workshop for a client, the descriptions of each exercise should have enough to suggest a few questions to get people thinking.
5. What Should Content Do?
Use the EIEIU social-first content formula in this article as prompts to ask, "What would a video about what our brand does deliver (the EIEIU variable) for our audience?" Wonder what EIEIU stands for? Read the article!
6. What Needs to Go into a Creative Brief?
This one is about strategic creative briefs. You can use the objectives / preferences / guidelines framework discussed near the article’s conclusion to have people imagine what direction they would provide to shape social-first video content.
If you’re looking for ideas to maximize shooting the videos, here are lessons learned from shooting videos for our own brand! And if you need a social-first content branding workshop to develop the important messages for your audiences, contact us, and let's schedule one for your organization! – Mike Brown
Boost Your Brand's Social Media Strategy with Social-First Content!
Download the Brainzooming eBook on social-first content strategy. In Giving Your Brand a Boost through Social-First Content, we share actionable, audience-oriented frameworks and exercises to:
- Understand more comprehensively what interests your audience
- Find engaging topics your brand can credibly address via social-first content
- Zero in on the right spots along the social sales continuum to weave your brand messages and offers into your content
Start using Giving Your Brand a Boost through Social-First Content to boost your content marketing strategy success today!